As of this month, all of Chipotle's sour cream and 65 percent of the company's cheese will be produced from dairy cows raised on pasture, the company said Monday. These cows have daily access to the outside and are fed a vegetarian, plant-based diet.
"We are constantly looking at every ingredient we use to make our food and how we can get them from better, more sustainable sources," said Steve Ells, founder, chairman and co-CEO of Chipotle, in a press release.
Chipotle has positioned its brand as a quick service restaurant that cares about "food with integrity." On its website, the company has a detailed section for its animal treatment. Before this announcement, Chipotle already only used dairy cows that weren't given recombinant bovine growth hormone.
Last year, Chipotle launched a stop-motion ad about sustainable farming practices that featured Willie Nelson covering Coldplay's The Scientist. It aired during the 2012 Grammys and was Chipotle's first foray into television.